Polo, back to the cool

Imagine you have to film a story set in The States during the 50’s decade…
What would be your first step? If you are director Pep Bosch you’d balance such alternatives to shoot as L.A and Toronto, then finally deciding to go straight ahead to Bulgaria, where you can use the filming set of De Palma’s thriller “The Black Dahlia”.

Your next step then would be to assemble a cast of American, English and Bulgarian actors and finally turning the time-machine backwards until the Eisenhower era. In such a scenario the only new thing, very new indeed would be one red car. It does sound cool, doesn’t it?

When DDB Barcelona commissioned this film to Agosto the idea behind the spot was that it’s not enough to define the new Polo as cool, a story was needed to make evident what cool really means; to be self-confident, when you are cool, there’s no need for show-offs or bragging. The result, a spot to demonstrate that sometimes, the best way to win is not to compete at all.

And if you're curious about how it was made, the making of...